Launching today is Coach’s new global ad campaign dubbed Coach It Forward. Introducing the brand’s Spring 2021 collection, the project focuses on the power of positivity, collective action and the importance of everyday recognition for the people in our lives who help move our worlds forward.

Featuring Coach family including Jennifer Lopez, Michael B. Jordan, Jeremy Lin, Yang Zi and Kōki, the campaign recognizes the cast (as well as their friends and family) in a series of stills and short films. In this series, members of the cast continuously call on us all to “Coach it Forward” and leave messages of gratitude for loved ones across the world.

“So often we are going through the day-to-day motion of life without properly taking a moment to acknowledge the people who drive change in optimism in our lives, community and the world,” Lopez shared. “Coach It Forward to me means to pay it forward and to be grateful. I’m thrilled that I had this opportunity to recognize my family and my chosen family of creatives, collaborators, thinkers, doers, and friends who have had such a positive impact on my life.”

To bring the campaign to life, Coach collaborated with photographer Renell Medrano and stylist Olivier Rizzo. Friends and family of the cast recognized in the campaign include Jennifer Lopez’s long-time friend, producer and collaborator Elaine Goldsmith-Thomas, alongside Jordan’s business partners and owners of Las’ Lap bar Vince Bryant, Bryce Sheldon and Scott Robert Williams.

“When you step back, you see that we’re all the sum of the people who have helped us along,” said Jordan. “I think of my mom and dad, my family, friends, the people I work with, and how they have all supported me and inspired me. I loved having this opportunity to lift up people who are important to me and recognize how their passion and positivity moved my world forward.”

In addition to putting forth the positive message, Coach It Forward invites customers to leave a message of gratitude for someone in their lives, creating a ripple effect of optimism and connecting communities around the world. A selection of these messages will subsequently appear on the brand’s social channels, in Coach stores and on Coach.com. Dedications will also be spotlighted during a live client Zoom event with Lopez, Jordan and the Coach Family.

“For Spring, I wanted to evolve our Coach family story and speak to the way in which collective action and optimism can change things for the better,” said Coach Creative Director Stuart Vevers. “At the start of a new year and new chapter for so many, it’s important to put ourselves out there and support and recognize one another.”

Check out the campaign imagery for the brand’s new Coach It Forward release below: